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Heather Evans

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Submitted By pl840502
Words 1187
Pages 5
What does Heather have to do tocapitalize on opportunity?
Produce designs consumers want
Line up retailers and advertising support
Get items produced and delivered on time
What are advantages of opportunity?
Little capital needed
Good market niche: Unserved,fragmented, and growing
What are key factors forsuccess?
Design sense
Ability to sell retailer design
General management
Ability to manage cash, production,delivery, and quality
What is the upside?
Lots of expansion potential in“niche”
Costs of operations mostly fixed
Don’t need to control --Production--Cutting, Sewing, Shipping,infrastructure built up in industry toallow people to do just what she isdoing.
Low working capital need
Possible risks include:
•Will her designs sell?•Successful designs will be “knocked-off.”•Heather’s ability to design for 5seasons, 20-30 designs per season
What could Heather do toreduce the design risk?
Hire a proven designer.
Do some market research.
Capitalizes on momentum --Gets key points out inexecutive summary:
Incorporated
Have a line
Hired and paid people
Have factor
Have building
Have production capability
Leaves no doubt ininvestor’s mind that this isgoing to happen. Only issueis will it be with my money?
Lays out uniquequalifications of Heather andconcept:
Financial statements poorlypresented:
Only 2 years
Not well organized
This reads like a preliminarydocument -- much more work isneeded.
Arden & Company
Don’t put any more time into thisdead-end.
Giving her the runaround
Typical indirect “no.”

Analysis of Heather Evans Case Study
As a former department store sales associate, I know a little about how difficult it is to sell clothing when not properly presented. So when we talk about selling the idea of starting a clothing line in a flooded market of designers, I can only imagine how hard it would be.

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